Module Brief & Research

In this module, I will develop an understanding of how to apply these skills and methodologies to a fashion brand through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand.

I must choose one of these 6 brands to base my marketing report on:

  • Topshop/Topman
  • Ben Sherman
  • Umbro
  • Victoria’s Secret
  • Abercrombie & Fitch
  • Dolce & Gabbana


Through my research on all of these brands, I have selected Dolce & Gabbana as I feel that the brand received a heavy amount of backlash and hate through society due to the way they announce their opinions of controversial topics. Social media and promotion have been huge through fashion; however, Dolce & Gabbana have been failing to promote their brand especially with their recent racism controversy.


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